The total operating revenues of a public transportation authority are $100 million while its total operating costs are $120 million. The price of a ride is $1, and the price elasticity of demand for public transportation has been estimated to be -0.4. By law, the public transportation authority must take steps to eliminate its operating deficit. What price per ride must the public transportation authority change to eliminate the deficit if it cannot reduce costs? Suggestion increases the price of a ride from $1 to be $1.50, a 50% increase in price. Given the price elasticity of demand of -0.4, calculate the percentage change in the ride and the total new rides (the original rides are 100 million = $100 million/$1) using equation (4-7). Then use the total new rides time the new price of $1.50 to obtain the new total revenue. The public transportation authority should increase the price by x%.